Apple TV faces Irish levy under new BAI rules
On-demand television and film platforms based in Ireland should pay a levy, the Broadcasting Authority of Ireland (BAI) has told the Government in a submission on how new rules for audiovisual media should be implemented.
This would affect the Irish players owned by RTÉ and Virgin Media, but also services on Apple TV.
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The changes to how on-demand services are regulated follows the EU's Audio Visual Media Services directive which was agreed by EU members last year.
As several of the world's largest tech and social media companies are based here, Ireland will have a pivotal role in the regulation of such services for all of Europe.
The BAI proposes that it will become an enlarged regulator called the Media Commission and it will have greatly extended responsibilities including the policing of advertising on video-sharing platforms such as YouTube and Facebook's news feeds.
The rules should bridge the gap between traditional television and new video content services.
"I wouldn't say they will be that different from television codes because the whole idea is to bring them a little bit closer together," said BAI CEO Michael O'Keeffe. "But they should be more general principles than specifics."
Sunday Indo Business